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Janice (Ginny) Redish - Letting go of the words: writing Web content that works

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Web site design and development continues to become more sophisticated. An important part of this maturity originates with well-laid-out and well-written content. Ginny Redish is a world-renowned expert on information design and how to produce clear writing in plain language for the web. All of the invaluable information that she shared in the first edition is included with numerous new examples. New information on content strategy for web sites, search engine optimization (SEO), and social media make this once again the only book you need to own to optimize your writing for the web. New material on content strategy, search engine optimization, and social media Lots of new and updated examples More emphasis on new hardware like tablets, iPads, and iPhones

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Letting Go of the Words 2nd Edition Janice Ginny Redish Table of Contents - photo 1
Letting Go of the Words

2nd Edition

Janice (Ginny) Redish

Table of Contents Praise for Letting Go of the Words Short of having Ginny - photo 2

Table of Contents
Praise for Letting Go of the Words

Short of having Ginny sitting at your desk helping you think about your site, I can think of nothing better than having this book. The table of contents alone offers detailed guidance for readers, making this book an active resource for day-to-day use one of my key criteria for a usable book. The wealth of examples makes it easy to see how to apply concepts to your particular situation.

Duane Degler

Principal, Design for Context

I have been using Ginnys book to teach my Writing for the Web course for the past three years. Students love it because the guidelines in each chapter are straightforward and are well supported by skillfully selected examples. With the addition of various cases and new and updated visual aids in the most recent edition, the book is a valuable teaching resource that helps me organize productive classroom discussions and develop individual and collaborative projects.

Natalia Matveeva, Ph.D.

Assistant Professor, Professional Writing, University of Houston Downtown

Ginnys first edition has been right at the top of my most valuable books about web sites list, and I refer to it constantly. Its an excellent resource for anyone planning to create, revise, critique, or contribute to a web site. It looks at all aspects of what makes web sites clear and easy to use. The book itself is a model of good writing and presentation clear and concise, beautifully formatted, showing as well as telling how to write for the Web. I look forward eagerly to the second edition.

Penny Lane

the Center for Health Literacy at MAXIMUS

People come to my online writing teams from many different backgrounds. Letting Go of the Words has been an indispensible resource for making sure everyone is level set with the basic principles and best practices for online communication. Whether you are writing for a web site, portal, app, blog, or online learning course, you will find tips here that will help you reach your target audience with just the right number of compelling, useful words.

Chris Frederick Willis

CEO, Media 1

As an experienced technical writer and trainer, I have relied on Ginnys expertise for years. She is an outstanding and pertinent instructor and mentor who shines above all others. I refer other writers to this book and to Ginnys classes. Without fail, she gets rave reviews. I highly recommend Letting Go of the Words, which continues to be a most valuable resource in my professional library.

Katey Simetra

Technical writer and trainer for 25 years with Washington state government

My grad students and I love this book. It has given us the key that unlocks the mystery of how to write content for the web: engage in conversation with your user. And with an engaging, conversational style, Ginny Redish makes this not only a must-read but an easy, delightful read. A great book for getting started in web writing or for rethinking how to do it from the users point of view.

Carol Barnum, Ph.D.

Director of Graduate Studies, Information Design and Communication programs and Director of the Usability Center, Southern Polytechnic State University, Author of Usability Testing Essentials: Ready, Set Test!

If you want to take your web content to the next level, you need this book. If youre an experienced writer, youll find tips, hints, and ideas that will help you refocus and improve your writing, and convince your colleagues and clients. If youre new to writing for the web, Ginny will teach you, guide you, and give you confidence that you can create great user experiences by improving your web content. Invaluable.

Caroline Jarrett

Effortmark Ltd, Co-author of Forms that Work: Designing Web Forms for Usability

Acquisitions Editor: Meg Dunkerley

Editorial Project Manager: Heather Scherer

Production Project Manager: Jessica Vaughan

Designer: Eric DeCicco

Morgan Kaufmann is an imprint of Elsevier

225 Wyman Street, Waltham, MA 02451, USA

2012 Redish & Associates, Published by Elsevier, Inc. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage and retrieval system, without permission in writing from the publisher. Details on how to seek permission, further information about the Publishers permissions policies and our arrangements with organizations such as the Copyright Clearance Center and the Copyright Licensing Agency, can be found at our website: www.elsevier.com/permissions.

This book and the individual contributions contained in it are protected under copyright by the Publisher (other than as may be noted herein).

Notices

Designations that companies use to distinguish their products are often claimed as trademarks or registered trademarks. All product and service names shown in this book are used only to comment on the screens in which they appear, with no intent to infringe on the trademark. No use of any trademark or trade name is intended to convey endorsement or other affiliation with this book.

Library of Congress Cataloging-in-Publication Data

Redish, Janice.

Letting go of the words : writing web content that works / Janice (Ginny) Redish. 2nd ed.

p. cm.

Summary: Learn how to have great conversations through your site or app. Meet your business goals while satisfying your site visitors needs. Learn how to create useful and usable content from the master Ginny Redish. Ginnys easy-to-read style will teach you how to plan, organize, write, design, and test your content Provided by publisher.

Includes bibliographical references and indexes.

ISBN 978-0-12-385930-3 (pbk.)

1. Web site development. 2. Web sites Design. 3. Online authorship. I. Title.

TK5105.888.R427 2012

006.7dc23

2012010668

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library.

For information on all MK publications visit our website at www.mkp.com

ISBN: 978-0-12-385930-3

Printed in the United States of America

12 13 14 15 16 10 9 8 7 6 5 4 3 2 1

For Edward F Redish who has always been called Joe with love and deep - photo 3

For Edward F. Redish, who has always been called Joe, with love and deep appreciation

Foreword

For the past five years every time Ive given a talk about usability Ive had a - photo 4

For the past five years, every time Ive given a talk about usability Ive had a slide near the end to remind me to recommend Letting Go of the Words.

Heres what I say when I get to it:

This is probably one of the best pieces of advice I can give you:

If you know anyone who writes or edits for the Web, they

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